The Science, Art and Fun of Color
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The Science, Art and Fun of Color

The Science, Art and Fun of Color

I am inspired by color. Colors are at the core of everything I do and are woven ever so delicately throughout my life and work. I am fascinated by research on the topic and always consider color when designing a brand, an event, or a personal space.

I never studied color psychology or theory in school, but would consider my intuitiveness in this area a gift that I developed over time. As a design project manager, I facilitate creativity, provide guidance, recommend tools and resources, and generate solutions.  

I am an idea generator and strategic planner who works closely with a team of experts, all of whom own their own businesses, and together we bring an idea to life.   

Color psychology is the study of colors in relation to human behavior. Color theory is the science and art of using or mixing colors and the effects of said color combinations.  According to digitalsynopsis.com, research shows that colors affect a person’s perceptions and behaviors. This means that marketers who successfully use color psychology can influence purchasing habits and brand loyalty. About 85% of buyers claim that color is a primary draw card.

A successful brand has to be consistent in communication and the customer experience, across many different applications such as office or storefront, signage, packaging, marketing materials, online presence, pricing, sales strategies, public relations, distribution, customer support and community involvement.

All too often, entrepreneurs jump in headfirst and overlook what I consider to be the most important part of starting a business — laying the foundation that you will build upon for years to come. I am sure you have heard the age-old adage: You only get one chance to make a first impression.  

I want to walk you through four basic steps that I consider when developing a new brand or rebranding an existing business.  

  1. Always start with the end in mind. No matter what the project is. What is your vision? Who are you trying to attract? What feelings are you trying to evoke? Who is your competition? How and where do they market their business? What makes you unique? What is your brand focus, style, or personality? What is the spirit behind your endeavor?
  2. There is a reason you have decided to start this business or project and since it is your vision, it should reflect who you are as a person. The brand should be rooted to an authentic story that features your strengths and highlights your “WHY.” The story should be relevant and real to your target market as this will draw them in and deepen the level of engagement. 
  3. A good business name can help boost your sales; it can also be trickier than one would think. The best names flow smoothly into our lives and tend to take on a meaning of their own. Before locking in on the name, you will want to check domain availability and social platforms to make sure no one else is using the name you selected. Nothing worse than feeling like you have the perfect name only to find out the .com is not available.
  4. Once you have determined the brand voice, identified the story, and selected the name, you are ready to add color and design. Choosing colors and creating the logo are by far my favorite step. This is where you dive in and start researching color palettes and the meaning of those colors. This is when everything starts to come together — we call this brand identity.  

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